Tüketici Bakış Açısından Stratejik Marka Kavramları ve Marka Mimarisi Stratejileri Arasındaki İlişki Üzerine Bir Alan Çalışması

Year 2021, Issue: 60, 775 - 798, 25.12.2021

Zübeyir Çelik

https://doi.org/10.18070/erciyesiibd.798043

Cited By: 1

Abstract

İlgili literatüre göre hem sayı hem de format olarak farklı marka mimarisi stratejileri vardır. Çeşitli özellikli ürünler için fonksiyonel, deneyimsel ve sembolik kavramlarla çeşitli marka mimarisi stratejilerini izlemek mümkündür. Bundan dolayı çalışmanın konusu ürün yelpazesindeki stratejik marka kavramlarına göre izlenen marka mimarisi stratejileridir. Bu çalışmanın amacı, ürünün fonksiyonelliğini, deneyimselliğini ve sembolizmini sunan öğelere göre ne tür marka mimarisi stratejilerinin izlendiğinin incelenmesidir. Anket yöntemi ile 247 katılımcıdan veri toplanmıştır. Araştırma hipotezlerini test etmek için tek yönlü ANOVA kullanılmıştır. Sonuç olarak, tüketici açısından bakıldığında, ürün yelpazesi çeşitli sembolik ve deneyimsel stratejik marka kavramlarının bir kombinasyonunu içerdiği durumda, ürün ve hedef gruba özgü marka mimarisi stratejisinin izlendiği görülmektedir.

Keywords

Marka,, Marka Mimarisi,, Ürün,, Ürün Yelpazesi,, Ürün Markalaşma Stratejisi

A Field Study for The Relationship Between Strategic Brand Concepts and Brand Architecture Strategies from The Point of Consumer's Perspective

Abstract

According to the relevant literature, there are different brand architecture strategies both in number and format. It is possible to follow various brand architecture strategies with functional, experiential and symbolic concepts for various featured products. Therefore, the subject of the study is brand architecture strategies followed according to strategic brand concepts in the product range. The aime of this study is to investigate what kind of brand architecture strategies are followed according to items presenting product functionality, experiential and symbolism. Data were collected in 247 participants by questionnaire method. One-way ANOVA was used to test research hypotheses. As a result, from the consumer perspective, when the product range includes a combination of various symbolic and experiential strategic brand concepts, it is seen that the brand architecture strategy specific to the product and target audience is pursued.

Keywords

Brand, Brand Architecture, Strategic Brand Concepts, Product Range

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